Interviews

Boucheron: Beckons the best

Pierre Bouissou is the newly-appointed Chief Executive of renowned and respected French fashion and jewellery house Boucheron. Taking reins nearly 8 months ago, Bouissou is passionate about taking the brand to new prominence and stature.

Impressed with the Middle East aficionados of jewellery, Bouissou is happy with its current partner Bader al Darwish for its passion for the brand. Bouissou talks to Arabian Watches and Jewellery Magazine to share insight and what brand stands for. Below are excerpts from the interview:

Since you came onboard, how does it feel to manage a brand like Boucheron?

It’s a fabulous challenge. I am really proud to work for Boucheron and present a good strategy for the brand.

We have our history, the heritage and the know-how; there’re a lot of brands in the market for high-end jewellery originating from fashion industry. We started designing our jewellery in 1858 when Frederic Boucheron launched the brand. We have the know-how and have our signature pieces and brand. Boucheron has strong potential with different expertise from design and craftsmanship. I am really proud, really proud to be part of this.

You mentioned all the famous brands that have sustained their names and legacies. For Boucheron, how do you maintain and keep those standards?

We have the qualification, the heritage and a code for the brand… for example like our ring (famous ring, he listed the components) which is the signature of Boucheron. The combination of the material, design and craftsmanship represent our brand. We develop new and unique pieces that become representatives of the brand and signature pieces.

How significant is the Middle East for your brand and how is it performing?

We launched the brand in Doha a few months ago, for me it’s a very important market; a lot of people know Boucheron, trust Boucheron and know the unique designs because we have designed for the royalty.

The Middle East buyers are educated about the jewellery. I am really impressed how well they know the stones, the finish and the designs. They have very good education about the jewellery. It’s perfect for me because we can communicate the heritage and they understand and know it.

Is your brand available in markets other than Doha and where do you plan to expand?

We are open in Dubai, Beirut and Abu Dhabi’s Etihad Towers. Next will be Jeddah and Riyadh; we will open in Kuwait if we have an opportunity. Slowly and steadily, the important thing is to establish the brand with strong value and DNA.

How is your brand performing in the region?

It’s a different brand for the women - different from the men. You can only see the accessories on the hands and shoes, so our brand is performing very well and I am very happy.

Will you create a collection inspired from this region?

It’s a very good idea but not yet. We already have a high-end jewellery collection and we pick the pieces that we think will work best in the Middle East.

Regarding your watches, do you plan to develop your own movement?

Not yet. We had a very strong launch in 1947 module and we will re-launch this module now in 2012-2013 and focus on communicating this module.

Will it be unveiled at Basel?

It’s a product they have available in Doha; and will also take it to Basel. For jewellery, we’ll have specific high-end jewellery editions but nothing new. I think we’ll do much better in 2013; I just arrived 8 months ago and need time to present new products.

How did Boucheron fare at Doha Jewellery and Watches Exhibition?

It started amazingly good for us. I think we are lucky in Doha because we have the right partners. Bader al Darwish is more than a partner and I am happy to develop this market with him; they understand everything about the brand and have the passion for it; I want to work with people like them.

Please describe the profile of the lady that would wear your brand?

She has a strong personality, she knows what she wants, she knows the right product for her, and she is the decision-maker! I love this product because it’s not common, she is not common, she decides!

It’s a strong product and unique like her. Our products are pieces of art and designed and made like pieces of art.

Anything new you would like to add?

It’s unique brand and enjoys strong heritage dedicated for consumers.

Market News

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Sotheby's Geneva to offer Jewels from the Personal Collection of Suzanne Belperron

Sotheby’s Geneva has announced that it will offer – in its sale of Magnificent Jewels and Noble Jewels on 14 May 2012 – the jewellery collection of one of the most important jewellery designers of the 20^th century: Suzanne Belperron (1900-1983). Comprising over 60 lots, this unprecedented sale features the most significant collection of jewels by Suzanne Belperron in private hands. The jeweller’s personal collection includes some of her most celebrated designs and very intimate items which illustrate her unique style and creative virtuosity, while also shedding light on her life. From the 1930s to the mid-1970s, Suzanne Belperron never stopped creating jewels. Her prestigious cosmopolitan clientele consisted of royal families, aristocrats, industrial tycoons, financial magnates, Hollywood stars, as well as members of the intellectual and artistic elite.

Company News

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Louis Moinet at the Geograph Rainforest presentation in Malaysia

Louis Moinet’s CEO and Creative Director Jean- Marie Schaller was in Malaysia recently to present Geograph Rainforest at a prestigious event honouring the Pulau Banding Foundation, an organization aiming to preserve the Malaysian tropical forest of Belum-Temengor, one of the oldest in the world. In the presence of guest of honour, his Majesty the Sultan of Perak, and approximately 1,000 distinguished guests, which included senior government officials and important businessmen, the Geograph Rainforest model generated strong public interest thanks to its high-quality craftmanship and impressive technical features, as well as its association with the Pulau Banding Foundation.

Arnold & Son announces new Website

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Product Launch

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De Bethune presents DB27 Titan Hawk

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Richard Mille announces three further novelties for 2012

The RM 031 High Performance: the caliber RM031 is equipped with an AP direct-impulse escapement. Developed by APR&P for Audemars Piguet , this new escapement represents a subtle combination of a detent escapement and a Swiss anchor escapement. The RM 039 Aviation E6-B: the RM 039 AVIATION E6-B displays much of the same information provided by the famous E6-B flight computer, which was invented in the United States by Naval Lieutenant Philip Dalton during the 1930s. The RM 055 Bubba Watson: the new RM 055 Bubba Watson is inspired by the RM 038 Bubba Watson tourbillon watch presented in 2011. Its mechanical movement in grade 5 titanium displays extreme skeletonization, with a PVD- and Titalyt® treated baseplate and bridges.

Montegrappa at Baselworld 2012

2012 heralds the first year of Montegrappa’s second century. It is also the second time that Italy’s most prestigious pen manufacturer has participated in Baselworld, after an auspicious debut of its new range of wristwatches in 2011. A selection of new pens representing a number of themes are being displayed in Hall 4.1 (Hall of Inspirations), Booth #A19, along with the wristwatches that complement the Nero Uno range of luxury accessories, which also includes pens and cufflinks.

Exhibitions & Events

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Celebrity News

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